Harris Poll Reveals Print’s Powerful Role in a Screen-Weary World
New research highlights rising demand for real-world, tactile experiences — and print is leading the way.
That’s the key message from The Return of Touch, a 2025 report by The Harris Poll for Quad, which reveals widespread screen fatigue and a renewed appreciation for physical experiences — especially among younger generations.
More than 8 in 10 Gen Z (ages 18–28) say they often wish they could disconnect from digital devices. For many, physical interactions now feel more valuable — and more memorable. 88% of consumers say they remember physical store experiences that go the extra mile, and 71% say print catalogs feel more authentic than digital campaigns.
The report shows that print doesn’t just feel good — it performs:
- 69% of all consumers, and 78% of Gen Z and Millennials (ages 29–44), say print media has influenced them to choose one brand over another.
- 65% look forward to receiving printed catalogs.
- 74% of younger consumers are more likely to buy from brands that create memorable unboxing experiences.
By contrast, 71% of consumers say online shopping experiences blur together, and 79% say they lack the magic of an in-person find.
The findings also highlight a preference for blended experiences: 84% of Gen Z and Millennials value brands that combine digital elements with physical touch — not as a replacement, but as an enhancement.
What This Could Mean for Brochures and Visitor Guides
While the report focuses on retail and packaging, the same consumer behaviours likely extend to brochures, maps, and visitor guides. These tactile formats offer a physical, real-world interaction that sparks curiosity, drives discovery, and stays with people — both physically and mentally. In a screen-fatigued world, we can expect the value of printed visitor information to remain strong, and even grow.